Presentation Transcript
Slide1: Successful Internet Retailing
January 2007
How do we sell more?: How do we sell more? Winning more customers
Improving conversion ratios
Increasing order values
What Screen Pages does: What Screen Pages does Fully managed, agency-style e-commerce and related services to online retailers.
We help you build your online sales.
Our clients: Our clients
Screen Pages Credentials: Screen Pages Credentials 100 shopping websites since 2000
35 professional staff
70 active clients
First class operations: 99.99% available
600 updates per annum
£5m sales per month
Part of the Pindar Group
Getting Visitors: Getting Visitors Returning customers
Catalogue/brochure requests
Search engine optimisation (SEO)
Affiliate marketing
Pay-per-click advertising
How do you come top of Google?: Indexability
making sure all your pages/ categories/products are visible to search engine robots
Relevance
making sure your keyword content is planned and placed (in the right places)
Link popularity
making sure your site is well connected (with inbound, external and relevant links) How do you come top of Google?
your web page, well indexed…: page titles URLs links image names body copy your web page, well indexed…
… in Google, elegantly: … in Google, elegantly Otherwise – no click through!
Research and plan your keywords : Research and plan your keywords Home: Chatham Marine: casual, marine clothing & shoes for men & women Category: Women's Clothing: casual, marine clothing & shoes Sub-category: Linen Wear: casual, marine clothing & shoes Product: Biarritz Shorts: casual, marine clothing & shoes
Ultimately, it’s about links: Ultimately, it’s about links Relevant links to your site
From directories
From trade partners & suppliers
From news pages (Search PR)
From other websites
From the Internet community
Where people click: Where people click
Pay-per-click advertising: Pay-per-click advertising 1:8
0.20p per visitor
Predictable, results-based, accountable, transparent
Build out the inventory
Misspellings
Brand + product
Brand only
Generic
Generic + action verb
Similarities
Where do your visitors come from?: Where do your visitors come from? 50% from URL entry
30% from brand searches
20% from “generic” searches No online marketing 30% from PPC
20% from URL entry
20% from brand searches
20% from “generic” searches
10% from affiliates With online marketing
Improve conversion ratios: Improve conversion ratios You’ve probably got enough visitors already.
They just don’t convert well.
Site navigation: Site navigation C-navigation
LH product navigation
Consistent navigation + actions
Appropriate and usable navigation
Buying a toaster: Buying a toaster Eleven Top Sites – Eleven Different Routes to Toasters:
Home > Household Appliances > Toasters
Home > Household Appliances > Toasters & Grills > Toasters
Home > Electrical > Small Kitchen Appliances > Toasters
Home > Household Appliances > Small Appliances > Toasters
Home > Home & Garden > Kitchen & Home > Kitchen Appliances > Toasters
Home > Kitchen & Home > Small Appliances > Toasters
Home > Small Appliances > Small Kitchen Appliances > Toasters
Home > Electronics > Toasters
Home > Home & Garden > Kitchen > Small Kitchen Appliances > Toasters
Home > Electrical > Kitchen Appliances > Toasters
Home > Home Appliances > Small Home Appliances > Toasters
Multiple navigation paths: Multiple navigation paths
Site layout: Site layout Consistent calls to action
Email sign-up
Request a catalogue
Help
Offer/promotion code
Telephone number
Product range (by product & use/application)
Hygiene factors/support
Examples: Examples www.healthydirect.co.uk
www.corgi.co.uk
Home page: Home page Only 50% of all visits start here
Treat as a shop window:
Brand
Products
Promotions
Search is used by people who can’t find what they want
How long have you got to make an impression?: How long have you got to make an impression?
Category pages: Category pages Must act as “landing” pages
Most communicate brand, products & promotions
Featured products
Links to other (popular) categories
Product page: Product page Images (several & large)
Copy (technical and marketing)
Options/variants
Testimonials
Cross-sells (instead of this item)
Up-sells (better than or together with this item)
Sizing information
Delivery charges
Is it obvious how to buy? (add to basket & proceed to checkout
Does it act as a landing page?
Examples: Examples www.tog24.com
www.thepodcompany.co.uk
www.smythson.com
www.tabitha.uk.com
www.crewclothing.co.uk
make it easy to pick size & colour: make it easy to pick size & colour
Sell, sell, sell : Sell, sell, sell Science of persuasion
Sales and promotions
Product bundling
Discounts
Cross-sells and up-sells
Predictive recommendations
Examples:
www.savilerowco.com
www.oliverbonas.com
www.whitestuff.co.uk
www.goodmusic.co.uk
www.corgi.co.uk
Common mistakes @ checkout: Common mistakes @ checkout No delivery information
Action button issues
Poor instructions
Weak step-by-step flow
Too busy (or too protracted)
Account storage (or not!)
Unclear confirmation/summary
No follow-up email Try chasing abandoned emails!
Hygiene factors: Hygiene factors Shipping information
Terms and conditions
“No quibble” returns
Security and data
Frequently asked questions
Customer service
How are you doing?: How are you doing? Where do your visitors come from? How many?
What sort of conversion ratio do you enjoy?
What’s the drop off? Where do visitors give up?
Which pages convert well?
What kinds of visitors buy most?
Conclusion: Conclusion Check out our 3rd Annual Ecommerce Forum
Help yourself to a business card!
Any questions?
roger@screenpages.com
www.screenpages.com
01932 333592